Warburtons is aiming to grow the Meal Accompaniments sector with the introduction of a new range of Warburtons Naan Bread.
Warburtons will be the first major UK bakery brand to enter the Indian sector with the new evening meal accompaniment breads.
With chicken curry currently the nation’s second favourite home-cooked dish, and with approximately half of UK consumers eating Indian food at least every two weeks, Warburtons is looking to capitalise on the growth opportunity for the category.
The new Naan bread is square in shape and will be available in Plain & Garlic variants.
The garlic variant is a Plain Naan with a Garlic Oil Sachet included for drizzling to allow consumers to apply as much or as little garlic oil as they want.
Warburtons Naan Breads are marketing themselves as versatile and can be served in numerous ways with recipe suggestions featured on-pack, or used as a tear and share bread with Indian dips.
With the Meal Accompaniments sector worth 5% of the overall wrapped bakery category, Warburtons is looking to grow bakery’s role at the Evening Meal occasion and boost the Naan market, currently worth £59m.
Darren Littler, Director of Innovation at Warburtons, said:
“Warburtons sees this new NPD as an opportunity to drive category value with a premium offering from a leading bakery brand.
“Naan is heavily private label dominated in the Bakery aisle with 68% of value sales and 78% unit sales and we are confident that our brand will attract new shoppers into the bakery category with a differentiated product.”
The NPD will feature coloured packaging to interrupt the shopper journey, and will have a henna design for an Indian style look and feel.
Products will be available as one square Naan Bread per pack (£1.19 for plain) and (£1.29 for garlic).